Can we talk? Communication is essential to success.

The digital revolution has created some interesting dynamics in marketing departments across the country. The focus on driving digital initiatives has managers and directors battling for budget dollars like the Hatfield’s and McCoy’s.  Meanwhile – who’s minding the phone? In a lot of major companies the call center has been born and raised as a part of operations.  When the customer calls - it’s up to ops to service the call, resolve any issues, and drive customer satisfaction. Is the call center prepared with the marketing message? Right hand, meet left.  Customers are savvier today. They have been online and have read the reviews. A call center must be attuned to the messages marketers send.
 

SELLER:

Marketing manager: “The call center is flooded with calls about the new fluggerbot. Our retargeting campaign and new click to call button is really bringing them in!” --- Call center manager: “What the heck? – No one told us about this – we haven’t scheduled enough people!”

BUYER:

I call and call but all I get is some recording about how “due to overwhelming response…” and I hang up. What is wrong with companies today!?

 

SELLER:

Marketing manager: “Not only is the fluggerbot in high demand, the data says that a big percentage of our call increase is from the new mobile ‘click to call’ program.” --- Call center manager:  (as sarcastically as possible) “Seriously!” It would be nice if we know when these things were happening so we could be prepared.

BUYER:

You would think since they posted their number on the mobile site with an easy click it to call it thingy, that they would be expecting people to call. It’s like they don’t want my business.

 

SELLER:

Call center manager: “OK, now that we see how much volume is coming in from the new marketing tactics, we will employ some cool tactics of our own – call scheduling, call routing and a multi-ring function to find the quickest available agent, and we will beef up our staff and training.

BUYER:

It seems some companies just get it.  I had to listen to a menu of “for fluggerbots press 1” but once I did I was on hold for less than 20 seconds and the person who picked up had all the information I needed – or knew how to get it.

 

 

The point is that often companies get so caught up in the pressure to be the best or to be first to market with the next “big” thing - they forget to talk within their own walls.  Words like silos and fiefdoms ruin great companies. The SELLERS need leaders who can see through the problems and foster solutions. The BUYERS have every reason to expect great customer service – even better - a great customer experience. A great customer experience means there is an integrated approach. If the SELLER doesn’t include all the departments in the design, the customer will know. Organize around the customer. Start with what they see and hear as they approach your company and reverse engineer an unbelievable experience they’ll tell others about. More at The Retail ThinkTank.com.

 

 

 

Add new comment

In the digital age, the call center should be viewed as a strategic element of your customer experience model, not as merely an operational cost center measured in terms of minimizing call time.